Universal raises multi-day pass prices in advance of Harry Potter
Published: January 11, 2010 at 12:45 PM
The increase is part of a restructuring of Universal Orlando's theme park tickets, to what the resort is now calling Universal's Select. Much like Walt Disney World's "Magic Your Way" ticket packages, the new pricing structure is designed to get people to opt for longer stays at the resort: The price per day decreases the more days you buy.
Of course, the old online-only $99 deal might have been the best deal going in Orlando. But at that price, one could argue that it was *too* cheap - many folks bought the pass and used it only for a day or two, as it was cheaper than buying a one-day, two-park Universal Orlando pass at the gate, and the same price as buying it online. Charging more might convince some visitors to spend more time at the parks, to "get back the value" from their purchase.
Now, Universal charges between $79 for a one-day, one-park ticket and $170 for a seven-day, two-park ticket. (Those are adult prices. Prices for kids ages 3-9 run $10-$20 less.)
These tickets also expire within 14 days of first use, a restriction that prevents visitors from buying tickets now for use on future vacations. (The old $99, seven-day ticket expired after seven days, but some other unused Universal tickets did not expire.)
The changes come just in time for the opening of The Wizarding World of Harry Potter this spring. Will this price increase reduce the number of fans slamming the park for its opening? Is it a smart move by Universal to increase revenue at the one park almost certain to post at attendance gain this year? Neither, or both?
Let's hear your thoughts, in the comments.